Marketing
3098 mots
13 pages
Sélégny Grégoire0904249
Business Administration (BA)
3rd year
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Coursework of Marketing planning organization and control
MK0901A
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Devise and justify a marketing plan for Tesco which would improve their profitability.
Learning Outcomes:
1. Explain concepts, influences and decisions relevant to marketing planning;
2. Evaluate a range of information sources to produce a balanced and coherent academic argument within the context of marketing planning.
Assessment criteria: • Focus - the extent to which you interpreted correctly and concentrated on the requirements of the assignment. • Knowledge and understanding of issue - the extent to which the report incorporates and shows genuine understanding of how to evaluate sources • Structure and coherence – how you have approached the work • Presentation - the overall appearance of the work
Guidelines:
• You should submit both the hardcopy of your coursework and electronically • Students are expected to adhere to the word limit and not exceed 2750 words for the coursework task.
INTRODUCTION
“Strategic marketing planning is defined as an organization-wide planning as a way of responding to market opportunities, external environment and target audiences; when doing strategic marketing planning, the decision must be in line with the mission, vision, internal strengths and resources available to the company” (Hannagan 1992; Kotler & Andreasen 1996; Andreasen & Kotler 2003; Meek & Meek 2003).
In this way marketing Plan can be seen as a development that structures and prioritizes marketing decisions that the company is considering. Marketing Planners will have to collect data on consumer needs, examine strengths and weaknesses of the company, opportunities and threats to the environment, to organize production, marketing and promoting its products under the best conditions.
These decisions are all targets, which can give numerical predictions to estimate costs and